Hearst Bay Area Blog

Print advertisements have never had it easy. Armed with some of the smallest spaces and word counts known to the ad industry, an effective spot needs to catch the reader’s eye and imagination before advising them on their next move.

The onset of online marketing has brought certain misconceptions about the actual state of print advertising. Few of its counterparts can claim a longer lifespan, but while newer and shinier formats continue to grow in popularity, recent studies have members of the print family in a position of rude health.

‘High luxury’ companies are said to be dedicating nearly three-quarters of their marketing spend to print media, and in 2015 Nielsen showed these formats to be some of the most trusted across all age groups. It was here that 60% of consumers viewed the everyday newspaper ad as ‘completely’ or ‘somewhat’ trusted - far above the scores of newer options like online video (48%), mobile ads (43%) and those on social networks (46%).

Our newspapers and magazines have long acted as hubs for awareness-building exercises by some of the world’s biggest brands, yet the hallmarks of a good print advertisement stand true. A compelling piece of creative must speak to the audience via eye-catching imagery and short, sharp statements. Perhaps most importantly, they must provide a method of continuing the conversation via a website, a social media page or a physical store.

If you’re eyeing a better level of return on your investments in printed media, take a look at some of our favorite examples of recent ads and why they worked.

Channel 4 (UK) - Positioning ‘Eden’

(Image Source: Newsworks.org)

(Image Source: Newsworks.org)

Background

Channel 4’s print campaign for its ‘Eden’ TV series shows what can be achieved through a combination of striking imagery, simple text, and an ideal media partner.

In 2016 the broadcaster used breathtaking scenery alongside basic captions to promote a new show focused on leaving the modern world behind. In the above, we can see that short statements are used to whet the appetite for something much bigger. Little is made of the program itself or what it involves; the entire frame is used to capture attention in the hope that a seed has been planted in the reader’s mind.

Channel 4’s decision to promote the program via the ‘Metro,' a publication for commuters, was a stroke of genius. They were able to target city workers - groups to whom escapism would appeal - as well as, the application of a topical slant, courtesy of that day’s news. In the first image - outlined in red - our reader is asked to ponder a fresh start under a picture of political turmoil. In the second, there is a jibe centered on the Kardashians under a gossip column.

Of course, few can predict the news for a given day, but advertisers should always try to select environments which supplement what they’re saying. In the most basic terms, the text and image selection presents a good case study for the adage of ‘less is more.'

Result

Channel 4’s target of 1.5 million viewers for ‘Eden’ was surpassed after two million people flocked to see the first episode. The broadcaster claimed this was aided by the print campaign, which created something of a social media storm once it had been shared.

Fellow news brand ‘The Independent’ joined other outlets in dedicating a feature piece on the advertisements and their positioning against some favorable articles. ‘Eden’ was then launched into the spotlight and firmly into the public’s consciousness.

Pinpoint Your Target Audience With Print Advertising Solutions from the San Francisco Chronicle

Texas Mutual (North America) - Using consistency for brand recall

Background

Consistency is a word that doesn’t attract nearly enough credit in the print ad world. Themed campaigns have elements which all carry similarities; a slogan, a recurring character, or similar. Why is this so? Great ideas aren’t easy to come by, and any bright spark should be utilized to its full potential. In addition to this, keeping things consistent has a direct impact on recall of the brand, its messaging, purpose, and products.

Every year the ‘Insurance Journal’ carries out a study focusing specifically on ‘Recall and Readership,' which aims to identify the most-recognized print ads from its industry publication. One of the more recent winners was Texas Mutual for this fairly unassuming piece of work.

(Image Source: Insurancejournal.com)

The publication owed this to a well-crafted layout and a consistent message - the headline and copy focusing on a happy customer and their experience with Texas Mutual. They repeatedly used customer testimonials throughout the campaign, which produced a fairly similar line of ads.

(Image Source: Insurancejournal.com)

Result

Texas Mutual has used this layout to rank either first or second in ‘Insurance Journal’s recall survey four years in a row, showing that you don’t need anything flashy for people to remember you.

During this period, a pair of ads from Applied Underwriter’s claimed the top spot in 2010 and 2011. See if you can notice any similar tactics at play.

(Image Source: Newsworks.org)

Like with Texas Mutual, the image of the St Bernard and that winning slogan (the promise of something big) was repeated again and again in the ads that followed.

(Image Source: Insurancejournal.com)

The lesson here is twofold. For one, consistency is key to creating an effective print campaign that people remember. Secondly, while it pays to switch up your copy from time to time, good ideas for creative and layouts do have a lifespan.

Apple (global) - Building affinity

(Image Source: Newsmediaworks.com.au)

Background

This awe-inspiring combination of sea and sky helped Apple create an award-winning campaign for its iPhone 6. At face value, we have a showcase of the device’s camera quality. Dig deeper, and we have yet another attempt at building affinity by a brand which already has this quality in abundance.

Apple tends to create very simple ads because most people tend to know who they are. Many still line up for the Apple’s new technology upon launch, while those yet to become customers are provided some intrigue by campaigns like the above.

Another group that really exercises its brand affinity is Netflix. Like with Apple, a simple caption says it all about the company and, in this case, its ability to have people bingeing on its TV shows and movies.

(Image Source: aotw-pd.s3.amazonaws.com/netflix_asleep.jpg)

Result

Apple’s ad for the iPhone 6 spawned a significant level of success. A survey from NewsMediaWorks showed 23% of those who viewed it had a good feeling about the brand, while 56% said the image quality was in line with what they’d expect from Apple.

The publication sums things up nicely with its analysis of how the ad became a modern classic:

“Apple is a master at exploiting this type of affinity. Customers wait in line for hours for a new product. Many consumers won’t consider any other technology brand if Apple has a similar product because they aspire to a lifestyle that the brand represents.”

The upshot is that advertisers can use print ads to enhance their brand. No company is too late to start building an image for their brand and broadcasting who they are.

Ahm insurance (Australia) - Spell it out

(Image Source: Newsmediaworks.com.au)

Background

A case study in keeping it simple is presented by insurance group ahm in a critical period for its industry. Research into the campaign showed 500,000 people in the group’s target market of Australia had either removed or downgraded their health insurance policy in the year before the ads going live. An effective solution was needed to address the critical points and spell things out to the reader.

In the ad, we can see a clear emphasis on the price of health insurance coverage, the company offering it, and how you contact them. Secondary details are in a lighter shade to avoid complicating things. Even the call to action is basic: ‘Keep it simple, Go direct to ahm.com.au’.

Result

A survey conducted in light of the campaign bore some excellent results for ahm. Despite the stripped-back approach, 27% of readers said it gave them extra information about the company, while one in five respondents said it reminded them of an ahm TV ad which was running at the same time. One in five (20%) said it raised an important issue, which was delivered appropriately.

Ahm won plenty of industry awards for its simple print campaign and showed just what can be done with a “no-frills” approach.

Subaru (global) - Changing perceptions for the Forester

(Image Source: Brunico.com)

Background

We journey now from the sensible to the surreal, with Subaru’s eye-catching campaign for the latest edition of its Forester 4x4.

While some may view the usage of sumo wrestlers next to the vehicle as folly, the Japanese car brand came into the campaign with a genuine purpose. Previous studies from the group had revealed an unwanted perception around the Forester as an ‘unusual, boxy vehicle.’ Subaru sought to combat this by emphasizing the car’s sleek styling and lines, with a sumo wrestler used to draw the reader in and show off the brand’s more humorous side.

There was also an aim to stress the role of Japanese engineering in Subaru’s new creation, which was mentioned in the ad copy but also referenced in the imagery through one of the nation’s biggest icons.

Result

Totum Research assessed the campaign’s impact on newspapers in Canada. One of the biggest positives was in finding many people were looking beyond the sumo and going on to read the ad in full. As well as the use of a traditional icon, the copy was tailored to include notes about Japanese engineering, which seemed to have hit home with the people that scanned through it.

Many of the same study group (158/380) were also happy to describe the Forester as ‘stylish’ after seeing the ads.

Subaru did make an effort to bolster the reputation of a new product, but it’s not just car manufacturers who suffer under a weight of appearing too serious or dull. Those in fields like IT, recruitment and finance are required to put on a very professional front when they market their products and services. Humor can work in advertising, but only with the right execution.

The lesson? Sometimes letting loose in the creative department can pay off.

Key takeaways

The good news is you don’t have to be an Apple or a Netflix to take pointers from the above. If a print ad can check just a couple of the following boxes, as so many of our examples do, it has every chance of being a success.

When plotting your next print campaign, be sure to include:

Striking imagery - Good creative elements provide the hook that draws a reader in

A call to action - Leads and sales come from directing people to take action

Brand connotations - If the brand is known favorably for something then its ads should pay homage to this

Humor - With the right subject, a fun approach can do wonders for the brand and its ads

Consistency - Keeping a consistent layout or theme is the key to high levels of recall

Effective placement - Considering the environment is an excellent way of adding value to print ads

.............................

What are your favorite print advertisements? Let us know by submitting a comment!

Pinpoint Your Target Audience With Print Advertising Solutions from the San Francisco Chronicle